Focus Groups
Incorporating Focus Groups in you research plan allows you to recognize your audiences as people … real people. Not a set of numbers in parentheses on a graph or a slice from a pie chart. Your audiences are real people who have ideas, expectations, thoughts, reactions, and opinions about you and your competitors.
Your audiences have made an investment have made an investment in your content, your product, your brand. A big part of your job is finding out what your audiences want and expect, so you can give it to them.
“No company has media focus group moderators with more expertise than Paragon Media Strategies; moderators who keep a group under control with an easy hand that encourages an atmosphere like talking to a new friend.”
At Paragon, we realize that audiences naturally want to make their content offerings better. However, it takes a skillful, experienced, and proficient Focus Group moderator to dig beneath the obvious and mine the meanings behind the words. Research Focus Groups are like painting with a large brush or roller, covering the big picture while staying alert to those special moments when your audience surprises you…using their own words…and grappling with the good and bad of what they consume every day.
There are three ideal times in a research year to think about doing Focus Groups.
- Most often Research Focus Groups are a tool at the front end of a Perceptual Study, particularly when the basic lay of the land is unclear or there are specific topics to pull apart. The groups provide feedback on possible directions your larger study might take.
- Second, Focus Groups are a great way to test creative ideas and new marketing approaches. They can keep you from making a terrible (and costly) mistake while they give you real-time audience and consumer reactions to your campaigns.
- Finally, Focus Groups are a terrific way to get buy-in from your staff. Who can doubt the potential of an approach after watching the real audience endorse an idea? Ratings and other research numbers become real people in Focus Groups.
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